Observed Signal · Oct 24, 2023 · Market Research · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Snapchat opened 30 times daily, 15M in Germany, 750M worldwide
A GlobalWebIndex study conducted with Snapchat in H1 2023 surveyed 2,400 Snapchat users aged 16–64 across 27 markets to understand usage patterns and cross-platform behavior. The findings show substantial daily usage of Snapchat alongside selective usage of other apps, with many users not opening TikTok, YouTube, Instagram, Facebook, or Twitter every day. In Germany, Snapchat reports 15 million monthly active users, while worldwide MAU reached 750 million as of February 2023. Notably, 40% of users are over 25 years old, indicating broad age reach beyond Gen Z. German users open the app about 30 times per day, with average daily usage around 55 minutes. Cloudflare ranks Snapchat fifth among popular social platforms at the start of the year, behind TikTok and Instagram, ahead of LinkedIn and Pinterest. Snapchat has also rolled out features like Creator Collab Suite to enhance influencer-brand collaboration and minors protection features.
Provides cross-market Snapchat usage data and user behavior insights; moderate impact on AdTech
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Key Takeaways & Evidence Grounding
- 2,400 Snapchat users (ages 16-64) across 27 markets were surveyed in the first half of 2023 by Snapchat and GlobalWebIndex (GWI).
- Germany has 15 million monthly active Snapchat users; worldwide MAU was 750 million as of February 2023.
- Snapchat opens 30 times per day for German users; daily usage averages 55 minutes (per Social Match study).
- 40% of Snapchat users are over 25 years old, showing broad age reach beyond Gen Z.
- Cloudflare ranking places Snapchat fifth among popular social platforms at the start of the year.
- Snapchat introduced Creator Collab Suite with new features to improve influencer-brand collaboration and added minors protection features.
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